when it came out it was a big flop in the u.s. until they made it into the story and identity of easy going, beach life and stuff like that. now it can sell for a premium. the salt's the same thing. once you have a story behind it, people will identify with that and say that's what it represents. i don't need to travel through france, that's what i am. by consuming the salt it identifies who i am. >> do we all need to create stories? >> it's a powerful driver. you can create a story by trying to connect to the things that humans want. we all want love, we all want to belong. we all want passion. the woman suggested this made her feel romance. that's what you're connecting to. it's not just creating a story for story sake. it's creating a story to allow people to connect to things they really want in their loves. if they can get that from your product in some bizarre way that maybe even they create, boy, that is a powerful connection. >> i guess, look, if you have a product that people want then there should be some connection to i